The iPhone.

“A widescreen iPod, a mobile phone, a breakthrough Internet device.” Since its US introduction last spring, it has been something of a preoccupation for me, and for countless others in Canada. This thing is for real, and it promises, for the first time, to put a legitimately usable networked experience into my pocket.

And it’s just freakin’ beautiful.

The only problem with the device, per se, is that because it’s a phone, it needs to be tied to a cellular network provider in each country it’s sold. Apple made a deal with AT&T in the US, an exclusive arrangement for an undisclosed number of years.

Just this week, Apple launched the iPhone in the UK and Germany; France is imminent. Meanwhile, those of us in Canada are wondering just when the heck we can expect this thing? After all, given our proximity to the US in geography, economy and love of reality television, how long could they keep us waiting?

Well, it’s pretty clear to me, if not everyone, that Apple’s not the holdout here. It’s clearly in their interest to have the iPhone for sale in as many places as possible, thus to maximize their profits. But their wireless partner in Canada — as yet unannounced — would surely be causing the delay.

It’s no surprise why this unannounced partner would be holding things up. Here’s how a conversation might be between Apple and the unannounced wireless partner (UWP):

Apple: We’d love it if you guys would carry the iPhone in Canada. Given its overwhelming success in the US, we can tell you for sure that it’ll be your best-selling phone. Ever.

UWP: We agree. We also like that we’re the only company in Canada that you can deal with, since Bell and Telus are too stupid to have a network that interoperates with the rest of the world. Their loss, we guess. Anyway, we’re good to go.

Apple: Great! We’d like you to offer the same package rates as AT&T offers in the US. $20 for unlimited data and -

UWP: Woah. HOW much for unlimited data? We don’t think we heard correctly.

Apple: Twenty bucks.

UWP: You’ve gotta be kidding us. Look. We charge $10 a megabyte up here. We’ve got our customers trained to bend over and take it with wireless data. Do you think we could maybe have a 2 megabyte plan for $20 instead? I’m sure iPhone users would be happy with that.

Apple: [making choking noises]

Nonetheless, I’m sure that a deal will be reached. Eventually.

But the issue here is that there is a giant vacuum where some knowledge needs to be living. Into that vacuum has gone everything else: unintentional errors and downright lies. This is just a sampling of the Canadian iPhone action over the past few weeks. The persistence of the so-called “news” about the launch says as much as anything about how expected the iPhone is.

So who is this unannounced wireless provider? There is only one answer. The only carrier in Canada capable of supporting iPhone is Rogers. Owing to the bizarre fact that they run the only GSM network in the country, they’re the only ones Apple can go to. Unlike in other countries, they can’t leverage carriers against each other to ensure a fast and competitively-priced time to market. And it shows: by now it’s certain that there’ll be no iPhone before Christmas, which is to both Apple’s and Rogers’ detriment.

Rogers’ currently policy is a either a terse “no comment”, or worse, a lame “it’s in Apple’s court”, that nobody could possibly believe. So right now, every Canadian who cares is simply feeling validated about Rogers: they’re a bunch of greedy gatekeepers scrabbling to hold onto their monopoly at the expense of their customers.

But just because negotiations between Apple and Rogers are stalling, doesn’t mean we need to have an information vacuum. This is actually a chance for Rogers to do something good for its future customers. The company should start by at least acknowledging the obvious: they are working to bring the iPhone to Canada. And while we’re waiting, they should let us sign up for a notification. When the iPhone is ready to launch, the VERY FIRST PEOPLE to learn it should be the people on that list. That way, no rumours will sully my workdays and get in the way of doing my job.

There’s a movement for companies to be more open. In this, Rogers could be a leader. Keep their customers-to-be in the loop, and they’ll do something more important than soak them in the short term: they’d build long-term brand loyalty.

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I subscribe to Macleans magazine, which is a good way to stay up-to-date on things that are happening offline. In a recent issue (okay, I don’t get around to them in a timely fashion), I found an interesting article about the advent of healthy items on the menus of fast food restaurants. It turns out that for MacDonalds, the addition of these items — such as apple slices as a side instead of fries — has dramatically altered the public image of the company. To such an extent that the company’s stock, after suffering years of decline, is now surging. (Sorry for not linking to the article; they appear to have removed it from their web site)

The funny thing is, the company actually doesn’t sell many apple slices or salads. In fact, sales of those items are so low that, if they were any other item on the menu, they’d be taken off. It just goes to show you that people like to have the option, but would prefer their food fried, thank you very much.

Or would they? See, it just so happens that I have some personal experience with the apple slices in question. Although my family makes a point of not eating at MacDonalds, we have, owing to their ubiquity, been forced to eat there lest we go hungry. On a recent road trip, my wife ordered a side of apple slices for our daughter. It was only after we’d returned to the car and were on the road that we discovered the truth: instead of apple slices, we had fries! Wife had specifically ordered those slices, but the cashier had either not heard, or had been so accustomed to keying in fries that muscle memory took over.

Sure, one isolated incident. But a couple weeks later, it happened again, this time at a much better hamburger establishment. I ordered onion rings, and got fries. Why? No doubt, because everyone gets fries, and muscle memory kicks in where attention wanders.

It makes me wonder just how many people don’t get the things they ask for. In this business, as in fast food, it happens all the time. About half of my current customers (and you know who you are!) are with me because their last agency did a poor job of listening to their needs. Too many agencies like to tell their clients what they want, and to hell with what the client actually needs.

But far more common — and I’m as guilty of this as anyone — is the old misinterpretation trick. Web site development is particularly troubling here because there are so many ways of doing things. A web page can be editable by giving the client a window where they can edit raw HTML code, or it can be editable to providing a “WYSIWYG” interface, where you edit it like a word processing document. The good news is, I consider the former unacceptable, while several clients have expected only that.

But the opposite side of that equation, where I provide something beneath a client’s expectation, is dangerous ground, and it happens from time to time. One thing is clear though: it’s how a business handles being called out on a problem that determines whether they’re worth working with. MacDonalds would instantly take back those mis-ordered fries, as would Starr Burger. Would your web agency (or insurance agent, or lawyer) refactor their work to meet your higher expectations? The successful businesses strive to do just that.

Of course, most problems of this nature are almost entirely mitigated by simply paying attention from the outset.

Next time: The other great danger of this business: protecting yourself from dangerous clients!

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